01835nas a2200109   4500000000100000008004100001100001400042700002000056245014500076856015400221520135000375                                       d1 aYuhan Wei1 aLingyidan Zhang00aResearch on the factors that influence the consumption intention for intangible cultural heritage tourism products: based on the TPB and TCV  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85215378417&doi=10.1080%2f13683500.2025.2454278&partnerID=40&md5=58b7bdb8f9dc9e90214bbbc7c568e1b53 aIntangible Cultural Heritage Products (ICHP) are derivative products of Intangible Cultural Heritage (ICH) and serve as an essential part of the ICH tourist economy. However, the ICHP market faces challenges such as low consumer interest and an underwhelming value conversion rate, prompting a need for in-depth analysis. This research adopts a theoretical framework integrating the perspectives of the Theory of Planned Behavior (TPB) and the Theory of Consumption Values (TCV) to examine the factors influencing the consumption intention for ICHP. Data from 298 Chinese tourists who visited ICH sites was collected to test the hypotheses. The research findings indicate that (a) perceived emotional value, perceived conditional value, attitudes toward ICHP consumption, and subjective norms have positive and significant impacts on the consumption intention for ICHP. Among these variables, subjective norms have the most significant effect. (b) Nostalgia has a positive moderating effect on the relationship between consumers’ attitudes toward ICHP consumption and consumption intention. (c) Perceived cultural value, perceived social value, and perceived behavioural control do not significantly impact the intention to consume ICHP. Implications for ICHP practitioners and researchers are further discussed based on our research findings.